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This joint venture by Suntory and UCC conducts business under a dual identity, presenting itself as a cafe in the daytime and a bar at night. PRONTO introduced a full-fledged VI/SI (store identity) program aimed at expanding its nighttime customer segment to include young businessmen and female office workers, while competing with such remarkably successful coffeehouse brands as Starbuck.
The VI/SI project includes development of a "dance of the sun and moon" logo, with the shop name in smaller letters than before to enhance its sophistication. We also developed interior and exterior store designs that create the ambience of a fashionable cafe bar for adults.
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